Leading in uncertainty

Overview:

Leading with empathy during uncertain times, inspiring excellence amidst layoffs.

Leading a team at Meta (Facebook) amidst three rounds of layoffs presents a unique set of challenges. The uncertainty surrounding job security can weigh heavily on team morale and motivation. As a leader, navigating this period requires a delicate balance of transparency, empathy, and resilience. Communicating openly about the company's situation, while acknowledging the team's concerns, is crucial. Fostering a culture of support and emphasizing the team's value can help maintain motivation. Encouraging focus on the present tasks, regardless of the looming uncertainty, requires effective communication and a commitment to recognizing and celebrating achievements. Leadership during such times demands a strategic blend of inspiration and pragmatism to guide the team through the waiting period with resilience and dedication.

Problem:

Meta (formerly Facebook) faced a jolting revelation in November 2022 with a WSJ article announcing impending layoffs. Just four days later, thousands of Metamates found themselves affected. The Design team, fortunately, remained largely unscathed and expressed gratitude. However, in February 2023, another breaking news article hinted at further layoffs. Instead of dismissing or refuting these rumors, Meta announced a three-phase layoff plan spanning March, April, and May—months of profound uncertainty for my team, uncertain of the relevance of their work in the upcoming months.

The fundamental challenge emerged: How does one inspire and motivate a team facing an impending unknown, where the significance of their efforts remains uncertain? This became the focal issue, navigating the leadership of a team through prolonged challenges and ambiguity during these turbulent times.

Solution:

Listen and connect

Each person reacted to the news in different ways. It was my job to understand what they needed most and support them accordingly.

• Open communication: In times of uncertainty, open communication is paramount. It fosters trust, providing clarity amid ambiguity. Transparent dialogue empowers, assuages anxieties, and cultivates a shared understanding, ensuring everyone is on the same page despite the challenges ahead.

• Deep 1:1 listening: Listening becomes a lifeline during uncertain times. It forges connections, allowing leaders to understand individual concerns, fears, and aspirations. By empathetically engaging with each team member, I provided tailored support.

• Direction: Clear individual direction is indispensable. It serves as a guiding beacon, offering a sense of purpose and stability. Clear directives empower individuals, helping them navigate challenges with confidence and contribute meaningfully to shared goals.

Outcome: 

Pulse

*Higher than organization during wait for May layoffs.

Team impact

• 10+ Zero-to-one projects delivered 

• Thousands of employee hours saved  

• Millions of dollars saved in projected impact

Quotes 

“The day of the layoffs, Briana prepared a document to proactively understand the outcomes and prevent risks within the Supply Chain and Procurement team. Her calm attitude and empathetic behavior created a safe space and boosted morale.” – Iris, Product Designer

“Bree has always demonstrated exceptional leadership, creativity, and dedication to our team. She has been bringing out the best in us and I am grateful for her unwavering support during these challenging times. Her clear communication, empathy, and understanding have been a source of stability and motivation. She has provided the necessary resources and guidance, allowing me to navigate ambiguity and perform at my best. Her collaborative leadership style has fostered an environment where ideas flourish, and she encourages open dialogue that drives the team towards excellence.” – John, Product Designer

Elevating iconic brands

Directing a full site rebrand for Macy's and Bloomingdales in 6 months while transforming a low performing team.

Scope: Responsible for add to bag, bag, checkout, confirmation, payment, login, signup, account, loyalty & credit and omni delivery & fulfillment.

Project Overview:

The Digital User Experience team at Macy's Inc underwent a rapid expansion, growing from 3 to 35 members within a year. This swift growth highlighted a pressing need for refinement and development. While a foundational structure has been established, the team is now poised for a phase of maturity and evolution.

In response to the dynamic landscape of e-commerce and the evolving preferences of modern consumers, Macy's embarked on a transformative journey to redefine and elevate its online experience. Recognizing the need to cater to the expectations of a digitally savvy audience, particularly those under the age of 60, Macy's has undertaken a comprehensive redesign initiative. This strategic overhaul is centered on enhancing the user interface, optimizing navigation, and integrating cutting-edge design elements to create an immersive and seamless online shopping experience. By prioritizing the needs and preferences of a younger demographic, Macy's aims not only to meet but exceed the expectations of its tech-savvy customers, fostering a digital environment that reflects the brand's commitment to innovation, style, and customer-centricity.

Problem Statement:

Macy's faces a critical challenge in the form of a clunky and outdated website coupled with a limited responsiveness that significantly hampers the user experience, especially among the technologically adept generation. The current website design not only exhibits signs of aging but also fails to provide a seamless and intuitive navigation experience. Furthermore, the inadequacies of the Macy's app contribute to a subpar mobile experience, further alienating a user demographic increasingly reliant on mobile platforms for their shopping needs. This persistent technological lag undermines the trust of a digitally literate generation, eroding confidence in Macy's ability to deliver a modern and reliable online shopping experience. As users, particularly those under 60, seek convenience, speed, and responsiveness in their online interactions, Macy's is at risk of losing their loyalty and engagement due to these technological shortcomings. Addressing these issues is imperative for Macy's to not only stay competitive in the digital retail landscape but also to rebuild trust and resonate with a tech-savvy audience.

Challenges:

Process: 

Discover

Macy's initiated the redesign with an agency crafting a visually compelling brand focus for the under-60 demographic. After the agency set the design direction, our internal team rigorously pressure-tested the proposed changes. This involved a thorough end-to-end experience audit to align designs with real-world scenarios and user expectations. Through collaboration, we ensured the changes not only matched initial discovery findings but also withstood rigorous scrutiny, resulting in a refined, user-centric final product.

Iteration & deliver

After conducting a comprehensive audit of the end-to-end user experience and collaborating closely with the engineering team to gain insights into technical limitations, we pinpointed significant concerns. This prompted an in-depth redesign session, where we delved into refining design systems and branding strategies. This collaborative effort was crucial in addressing the identified challenges, ensuring a more cohesive and effective integration of design and technology for an enhanced overall user experience.

Timeline

• (1 week) Audit

• (2 weeks) hero screens for desktop

• (1 week) collaboration with systems, engineering and branding

• (2 weeks) hero screens for app

• (3 weeks) E2E app testing

• App launch

• (2 weeks) all screens for desktop

• (1 week) all screens for tablet & mobile

• (2 weeks) a/b testing bag

• (2 weeks) a/b testing checkout

• Full site launch

Solution

View before and after

Outcomes

A/B test showed flat to minor decreases to ROI which was to be expected at first launch due to change in some behaviors with 60+ yr old customer base. After a few months of launch we saw positive press and financial impact.

Press

Positive outcomes after redesign with investors looking to spin off or buy eComm outright.  

• Activist Jana Calls for Macy’s to Spin Off E-Commerce Unit by Scott Deveau

• Macy's forecasts strong 2022 after holiday bump, to not separate online unit by Deborah Mary Sophia

• S&P Global Ratings upgrades Macy's to BB-plus after solid operating results for Q3 by Ciara Linnane 

• Investor Group Launches $5.8 Billion Buyout Bid for Macy’s by Lauren Thomas